USA Fencing CEO Builds Brand With Minimal Budget

Phil Andrews, the CEO of USA Fencing, is implementing a low-budget, unconventional strategy to elevate the sport's profile in the United States, with the 2028 Los Angeles Olympic Games serving as a key deadline. Andrews is actively seeking to build fencing into a recognizable sports brand despite significant budgetary constraints and the absence of a traditional marketing playbook. His approach involves direct outreach to Chief Marketing Officers (CMOs) of major companies, a tactic he describes as cold-calling. He has also explored unconventional venues and events, such as crashing Comic-Con, a popular convention for comic books, science fiction, and pop culture, to introduce fencing to a broader audience. Furthermore, Andrews has engaged public figures to promote the sport, including convincing musicians Snoop Dogg and Flavor Flav to participate by picking up a fencing sword. These efforts are part of a larger initiative to increase domestic viewership and engagement with fencing, a sport with ancient Olympic roots but historically low viewership in the U.S.

Andrews is also spearheading a collaborative effort among less mainstream Olympic sports, forming what he calls the United Sports Collective. This initiative aims to foster cooperation among national governing bodies that traditionally operate in silos. The initial members of the United Sports Collective include fencing, squash, cycling, sailing, and rowing. The group has since expanded to include lacrosse. This collaborative model is a departure from historical practices where national governing bodies (NGBs) for individual sports have not frequently worked together. The International Olympic Committee (IOC) oversees the Olympic Games, with international federations managing each sport globally and domestic organizations like U.S.A. Fencing responsible for their respective sports within their countries. The primary objective of the United Sports Collective is to enhance collaboration, particularly in attracting commercial partners and developing shared strategies for growth and visibility. This collective approach is designed to leverage combined resources and audiences to benefit all participating sports.

The interview with Phil Andrews was featured on "Rapid Response," a podcast hosted by Bob Safian, former editor-in-chief of Fast Company. The "Rapid Response" podcast, produced by the team behind "Masters of Scale," features candid discussions with business leaders addressing immediate challenges. Andrews's efforts highlight a strategic pivot for sports organizations seeking to gain traction in a crowded media landscape, particularly as the 2028 Los Angeles Olympics approach. His "scrappy" brand-building tactics are a testament to innovative marketing in the face of limited resources, aiming to make fencing more accessible and appealing to a wider demographic. The success of these initiatives could set a precedent for other niche sports seeking to increase their domestic appeal and secure future funding and support. The United Sports Collective's formation signifies a potential shift towards greater inter-sport collaboration within the Olympic movement, driven by the need for collective advocacy and commercial engagement.